A proven innovator in Interactive Media

Cellcast News

Bebo.com Distribution Deal

26 November 2007

Highlights

• Cellcast's wholly-owned subsidiary SUMO.tv in distribution deal with Bebo.com
• SUMO.tv is among the launch channels on Bebo's Open Media platform, alongside the BBC, ITN, Channel 4, BSkyB, Endemol, CBS, Turner, MTV, ESPN and others
• With 40 million members, Bebo is the largest social network in the UK and the third largest in the US
• James Brown, Group Creative and Editorial Director of SUMO.tv, says the alliance recognises SUMO as a genuine destination for the UGC generation
• Deal is the result of SUMO.tv's strategy to extend its UK and international reach through targeted social networking platforms

Cellcast plc (AIM: CLTV), the global interactive digital broadcaster, announces that SUMO.tv is among the initial group of broadcasters - including BBC, ITN, Channel 4, BSkyB, Endemol, CBS, Turner, MTV and ESPN - to distribute content to the 40 million-strong community on the fast growing social networking site Bebo.

SUMO.tv is the world's first media network to seamlessly integrate user-generated content (UGC) into television programming, internet and mobile services, using its proprietary technical services architecture.

Bebo is the largest social network in the UK and the third largest in the US. Its Open Media Platform, launched in November 2007, offers its members free content from major broadcasters, who receive 100% of revenues from in-video advertising. SUMO.tv delivers a rich source of user generated content to a target audience of 15-24 year olds, who spend an average of almost 40 minutes per day on Bebo.

SUMO.tv's community web editors are taking submissions from Bebo members for inclusion on the mySUMO television programme, which showcases user generated content in the UK. The best of this content is featured on its own TV channel, which broadcasts 24 hours a day.

Commenting on the Bebo deal, Andrew Wilson, CEO of Cellcast, said: "We are very pleased to be among the first broadcasters to bring content to Bebo's unique environment and we know its members will find new entertainment and challenges in SUMO's exclusive online and TV channels."

James Brown, Group Creative and Editorial Director of SUMO.tv, added: "Our alliance with Bebo reinforces the position of SUMO.tv as a genuine destination for the UGC generation. The unique blend of content uploaded by SUMO users is driving a fast-growing domestic and international audience across multiple websites, television channels, and mobile platforms."

Following the launch of its content on Bebo, SUMO.tv expects to announce further distribution deals with social networking platforms as part of its strategy to extend its UK and international reach.

For further information:

About Cellcast plc

Cellcast plc (AIM: CLTV) is a leading international provider of participation television applications and interactive mobile content in the fast-growing multi-platform digital entertainment sector. Headquartered in London, with associated operations in Paris, Beirut, Mumbai, Hong Kong and Sao Paolo, Cellcast's applications and programming are distributed on the Sky Digital and Freeview platforms in the UK, and the company is partnered with broadcasters and telecom networks in Europe, the Middle East, India, South-East Asia, China, and South America. Cellcast plc joined AIM in 2005.

About SUMO.tv

SUMO.tv is the world's first social media network to seamlessly integrate user-generated content (UGC) into television programming, internet and mobile services, using its proprietary technical services architecture.

SUMO.tv is the UK's leading video sharing community, accessible online at www.sumo.tv and with its own TV channel, SKY channel 144. SUMO enjoyed a 25% increase in online traffic in the third quarter of 2007, with over 4 million unique users visiting the website each month. Its Alexa web ranking now exceeds that of national UK broadcasters Five, ITV and Channel 4, and users have created over 3,000 alternative online channels to show their content to a worldwide audience. The opportunity to appear on the MySUMO TV show is building not only a UK community but also attracting content submissions from a fast-growing international audience, including viewers in Japan, Australia, Brazil and Chile. SUMO.tv has commenced international distribution on the European IPTV platform Zattoo, and via mobile in Australia and New Zealand through its exclusive Australasia distributor Hyro. Further IPTV and mobile distribution agreements are being finalised in France, South Africa and Israel, and master licence agreements are under discussion in the USA, Brazil and Turkey.

SUMO.tv is a wholly-owned subsidiary of Cellcast plc.